Pasadena tech leaders say they've taken note of the buzz surrounding the Westside and concede that they have some catching up to do. Above, digital advertising firm OpenX in Pasadena.

Pasadena tech leaders say they've taken note of the buzz surrounding the Westside and concede that they have some catching up to do. Above, digital advertising firm OpenX in Pasadena. (Mark Boster / Los Angeles Times)

Pasadena tech enterprenuers are tired of all the attention and hype being focused on Silicon Beach. They say they've been doing tech start-ups for decades and have a slew of companies and projects that they're hoping will shift some of the hype away from the Westside.